Hints to Intending Advertisers

I’ve read this numerous times over the years. It’s as true today as when it was written 120 years ago.

Hints to Intending Advertisers
By Thomas Smith, London, 1885

* The first time a man looks at an advertisement, he does not see it.
* The second time, he does not notice it.
* The third time, he is conscious of its existence.
* The fourth time, he faintly remembers having seen it before.
* The fifth time, he reads it.
* The sixth time, he turns up his nose at it.
* The seventh time, he reads it through and says, ‘Oh bother.’
* The eighth time, he says, ‘Here’s that confounded thing again.’
* The ninth time, he wonders if it amounts to anything.
* The tenth time, he thinks he will ask his neighbor if he has tried it.
* The eleventh time, he wonders how the advertiser makes it pay.
* The twelfth time, he thinks perhaps it may be worth something.
* The thirteenth time, he thinks it must be a good thing.
* The fourteenth time, he remembers that he has wanted such a thing for a long time.
* The fifteenth time, he thinks he will buy it some day.

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